In April 2016, Great-West Financial unveiled its freshly-consolidated, freshly-rebranded Great-West Investments arm, with about 70 people and more than $85 billion in assets under management or supervision. Great-West Investments encompasses: Great-West Capital Management (GWCM, $34 billion in AUM as of the end of 2015, and advisor to the Great-West Funds) and Advised Assets Group. (The funds had previously used the Maxim Funds brand.)

The asset management consolidation came a year and a half after Great-West Financial and sister company Putnam [profile] combined their retirement plan businesses with the old J.P. Morgan retirement business to create the Empower Retirement, a giant retirement plan recordkeeping business. Great-West is part of the Canadian Power Financial empire controlled by the Desmarais family.